Departmental Advertising

To ask the Secretary of State for the Home Department if he will list for(a) 1996–97, (b) 1997–98, (c) 1998–99, (d) 1999–2000 and (e) 2000–01, (i) his Department's total spending on advertising campaigns, (ii) the cost of each individual advertising campaign and (iii) the criteria that were established to gauge the effectiveness of each campaign; and what assessment he has made of the effectiveness of each campaign based on these criteria. [142717]

The Home Office uses advertising in various media to inform the public about how they are affected by Departmental legislation, and also to encourage good practice in such areas as fire safety, crime reduction and voter registration. More recently a substantial police recruitment campaign has been launched.

The breakdown of advertising campaigns excluding those under £50,000 is as follows:

£

1996–97

Vehicle Crime Reduction

1,900,000

APSG Police Recruitment

80,000

Electoral Registration

693,000

Special Constables Recruitment

2,100,000

Fire Safety

460,000

1997–98

APSG Police Recruitment

75,000

Electoral Registration

570,000

Special Constables

420,000

Fire Safety—Chips pilot

305,000

1998–99

APSG Police Recruitment

75,000

Electoral Registration

580,000

Special Constables

355,000

Fire Safety—Smoke Alarms

370,000

Crime Partnerships

430,000

1999–2000

APSG Police Recruitment

75,000

Electoral Registration

575,000

Special Constables

910,000

Fire Safety—Chips national

1,330,000

Fire Safety—Escape pilot

345,000

European Parliamentary Elections

1,870,000

Passport Agency

545,000

2000–011

Police recruitment

4,100,000

Vehicle crime reduction

4,000,000

Fire safety

2,200,000

Human rights

780,000

1 Spend to date

Each campaign is evaluated to ensure maximum effectiveness and value for money. Evaluation criteria are set according to the individual objectives of each campaign (for example increases in awareness and understanding of fire safety issues are measured, along with changes in public attitudes and subsequent shifts in fire statistics). The results of each evaluation exercise are used to inform future campaign development.

Historical data on the individual communication objectives and evaluation criteria for each campaign can be supplied only at disproportionate cost.